Consumption is not only a barometer of economic life, but also an important attraction to drive the investment and ecological layout of the fashion industry. And retail, before forming the striking data in the financial report, first of all, with the humanistic temperature and dream making ability, becomes the yearning and love of more people and affects a larger group.
This year, more and more leading brand flagship stores appeared in China's overwhelming urban agglomeration. The emerging commercial entity under the new concept has become a fashionable and humanistic reception hall in the city. There are always dark horses in the industry who break out of the tight encirclement when they enter the stock market online to move new growth. But there are always pros and cons of coins, as are retail and consumer markets. YOLO, reverse consumption and other trends of thought are rising among young consumers, and the trend of store closure and new store opening are occurring at the same time. What is the real trend of the consumer market? What is the ability of the retail end to accompany the brand through the cycle between the failure and sailing of the flagship store, showroom, commercial complex or online platform? Behind the opening or closing of industry representative brands, the Chinese consumer market has officially entered the K-type era. For the new 20242023, the biggest certainty may be content, product and scenario. A new SOP is being formed among the three. This year, under the new market order, the window period of content dividend is particularly obvious. Both products and scenarios are elaborating content based on crowd strategy, so as to achieve new growth opportunities. When the consumer market shows certain fatigue, scenario and content will become the first key to unlock fashion marketing in 2023. As for the annotation of "content", fashion brands have constantly broken the boundaries in this year - when anxiety becomes the public mood and the background of the times, every fashion brand that succeeds in 2023 will tell stories that are warm and direct to the hearts of the people with shop windows and stores, or even more delicate or large narrative fields.- Coffee shops and bookstores
Homogeneity of products is inevitable, but creative design, service experience and marketing content can bring obvious differentiation. But if all brands are co branded with coffee, how can they make a difference? AMI, a French designer brand, has landed the world's first self operated coffee shop in Sanlitun, Beijing - based on the iconic Paris coffee shop, Morris advertising columns, road signs printed with the address of the brand headquarters, black and white striped table and chair designs and sunshades... Even the false stone pavement on the ground, from atmosphere to details, reflects the flavor of the streets of Paris. Coincidentally, there are also Martin Margiela, who launched the first coffee in China in Taikoo Lane on the front beach of Pudong and ingeniously echoed with No. 30 Montaigne Avenue, and brought immersive shopping experience in the unique visual language and avant-garde aesthetic concept, Even the cross-border co branding of China's first luxury Maotai in 2023 has chosen the new local coffee brand Ruixing. In fact, the combination of brand and coffee is far more than a broader group of people reached by the help of FMCG. It should be an inclusive scene, expressing a more grand, profound and long-term value narrative. For example, Camille Maquin, general manager of AMI Asia Pacific, said, "The brand wants to create a place to meet with friends or family, enjoy a good time, and enjoy delicious French desserts. ”In fact, this French romantic cafe has helped to deepen the brand density in China. For example, not only the combination of luxury goods and coffee, LV experimented with a grand marketing campaign around Shanghai in 2023. 2023 In the middle of the year, the combination of luxury goods, books, canvas bags, three elements and three colors of red, yellow and blue pushed LV to the forefront. In the city marketing event with public participation, there were discussions about prices, stories about books, and exploration of cities, which were mixed in praise and criticism, showing the diversity of luxury goods embracing urban culture for diversified retail; Then on October 12, 2023, LV opened a month long "Nongho, Shanghai" limited time space in the newly completed Fotografiska Image Art Center. In addition to the visual feast by the Suzhou Lake, it also brought reading parties, architectural tours, film screenings, jazz performances, cultural dialogues and even children's workshops, and also integrated coffee; At the end of the year, Pharrell Williams, a kind "Philippines" among Chinese fans, appeared on the Bund. In the background, a huge ship towing a huge LV Speedy bag with red patterns was driving on the Huangpu River in Shanghai. Once again, this luxury brand used "giant marketing" to achieve widespread attention. Of course, coffee and books are important, but what is important is not only the coffee shop or bookstore with this as the main content, but also the attitude and appreciation ability of tea tasting. In the cross-border content construction in 2023, fashion brands have completed the brand mission in the troubled era, and also brought inspiration and reference to 2024.- Vegetable market and market
Coffee shops and bookstores have long been favorite destinations of fashion brands. As a complex commercial format, the vegetable market has the unique value of preserving the local food culture tradition. When young consumers change from respecting the western lifestyle to exploring the awakening of Chinese local consciousness, the food market becomes a "online red card punching place" where different business types compete to embrace and jointly create. A few years ago, from the economic theme exhibition being moved to the Sanyuanli vegetable market in Beijing to Prada welcoming "Feels Like Prada" in Shanghai Wuzhong Market, the vegetable market has become a new expression of fashion brand marketing narrative in the unique, contrasting and even absurd. In April 2023, Prada and a series of high-quality businesses adhering to the concept of sustainability stood together and held a weekend market in the courtyard and garden of Rongzhai.
- Flower shop and restaurant
As in previous years, fashion brands are still making continuous efforts to gain insight into female consumers' pursuit of emotional value and happiness. Therefore, the flower shop has become the first scene of refined consumption and a happy lifestyle, and the normal space for brands to focus on telling warm stories. For example, according to the needs of women who are happy with themselves, Under Armour Andma, a sports brand with the brand of "limited time flower shop", borrows the flower shop as a space to carry the content of life, shouting "beautiful sweat" and "flower life". about For Chinese people, there are many ways to be happy and romantic, and food will certainly occupy a place. Therefore, LV chose to locate its first restaurant in China, "The Hall", in Chengdu Guangdong Hall, presenting European cuisine with seasonal high-quality ingredients, integrating classic French flavor and Mediterranean flavor, and giving a more refined, light and healthy modern cooking concept. In this historical building, which used to be a gathering place for Guangdong businessmen, social attributes are continued, and historical context is inherited with modern style to create a new urban landmark.- Mountains and ski resorts
One of the key words of 2023 is mountain system. Not only the mountains, stars and the sea have become the space for brand narration. The peak between mountains is consistent with the scarcity and preciousness of luxury brands and the spiritual meaning of breaking the boundary. When city walk, outdoor camping, etc. become fashionable lifestyles, the brand will naturally actively layout in the wilderness and mountains. Since last year, from Gucci to Prada, more and more luxury brands have embraced the outdoor craze by opening nature themed flash stores. In the skiing season at the end of the year, Dior created a time limited boutique in the center of Vanke Songhua Lake Resort, presenting the skiing world described by Maria Grazia Chiuri, creative director of Dior women's clothing, and Kim Jones, artistic director of men's clothing in the ice and snow world - a series of highly professional ski clothing and protective gear, which has created a striking and fashionable modern fashion on the ski resort, It also shows the professionalism of luxury brand Dior in functional clothing in an immersive sense. The fashion economy reflects the mobility of China today - behind it are talents and consumption at different ranks. Fashion retail commercial complexes in different cities are undertaking the important mission of driving regional economic heat.
On the one hand, fashion brands choose the most in shopping malls in different cities to have a limited time experience in the way of Pop Up to create a hot event in the city. For example, Marni market tour will be launched at Nanjing Deji Plaza in May 2022, and will be launched at Nanjing Deji, Beijing SKP and Guangzhou Taikoo Hui in April June 2023. On the other hand, the urban commercial complex is also attracting different brands and consumers in its unique way. In this two-way rush, there are mainly three kinds: one is in low tier cities that "fill the gap", where there is a huge market brought by the satisfaction of a large number of potential needs, such as Suzhou's Renheng Cang Street; One is the renewal of the first tier cities, among which the renewal of Shanghai brings together Zhangyuan, a global luxury brand, and the box for young people in 2023 in Beijing after the renewal; Another is to attract many brands to settle down in the form of flash in the holiday scene, represented by Anaya, and create a spiritual landmark for urban people with abundant humanistic and artistic content in the sea and sky. Of course, in addition, Deji in Nanjing, Nice David City in Zhengzhou, Hisense Plaza in Qingdao, etc. have welcomed a large number of fashionable luxury products after the restoration of order and the restart of life, including many first stores, which have also become urban humanistic reception halls with rich content. Different from the past, the overall recovery of offline platforms is not zero interference for online platforms. In addition to the consensus that the Internet has entered the stock era, how to create a new field of global marketing online and offline has become a common test for brands and platforms. But in this "big exam", the platform that broke out of the tight encirclement mostly relied on the restructuring of the relationship between content, product and scene, opening a new incremental market. For example, JD, which calls out the concept of "love makes good things a gift", welcomed the leading brand of Kaiyun Group, Gucci, in 2023, and Gucci chose to officially settle down during the Double Seventh Festival. At the beginning of the opening of the new store, it was deeply bound with the "reception season" and other activities launched by the platform, so as to enter a new situation. Even though Taobao, which is focused on "good price", has launched the annual commodity list at the end of the year, there are many products rich in content, such as Sun Tzu's Art of War, Zhuozhou book refueling bag, virtual commodity "Einstein's Brain", horse dress and so on. The Little Red Book, which has grown in popularity over the past 10 years, will become a "dark horse" in the online platform in 2023 by virtue of its own content attributes and a series of business transformation capabilities based on content construction scenarios. The "Guochao Design Contest" has been held for four consecutive years, which has already found the "password" that touches young people. It continues to take culture as the creative origin, and also makes it stand closer with the new generation of consumers. In the high opening year of 2023, when the first quarter clearly saw the driving force of consumption, no one expected that the next second quarter would fall rapidly, but what was also more than expected was the climb in the fourth quarter. Between market sentiment and reality, in addition to economic cycle theory, scar effect and other annotations, in the near ghost situation, like "magic defeats magic", the key to help the whole industry survive the turbulent period may be "emotion defeats emotion" - no matter whether the market sentiment is optimistic or pessimistic, brands, platforms and shopping malls, The fashion industry, which is good at humanistic narration, takes content as its shield, provides consumers with consumer goods as well as precious emotional value, and leads consumers to rebuild their optimism and vision for a better life, thus setting sail for 2024.
